What Choice Insurance Agency does

Choice Insurance Agency LLC is a privately held, independent insurance agency headquartered in Virginia Beach, Virginia, operating five offices across four states (Virginia, North Carolina, South Carolina, and Delaware). The agency operates through three structured divisions: Choice Health & Benefits (employee benefits, Virginia), Novus Benefit Advisors (employee benefits, North Carolina), and Choice Broker Services (commercial brokerage, Richmond), collectively offering personal lines (auto, home, renters, umbrella), commercial lines (business property, general liability, commercial auto, workers compensation, business owners policy), individual health and Medicare solutions, and life and retirement products.

As an independent brokerage rather than a captive agent, Choice Insurance shops "dozens of insurance carriers" to match clients with appropriate coverage, earning commissions on policies placed. Its go-to-market is sales-led and direct-to-consumer, combining licensed-agent consultations at office locations, a 24/7 phone channel (855-INSURED), and website-driven quote requests, anchored by a free insurance review as the primary lead-generation mechanism. Target segments include individual consumers (with particular emphasis on coastal and military-family risks) and small to mid-size businesses typically under 100 employees and under $5 million in revenue.

The operating model is built on cross-selling personal, commercial, and employee-benefits coverage to a long-tail customer base; the firm carries no proprietary technology platform, no AI/ML capability, and no external funding, and is led by President Steve Rice (35+ years across carrier, E&S broker, and independent-agency sectors) alongside President Kelley Carter, with a senior bench of VPs across commercial, sales, finance, benefits, and culture. Notable signals include the 2021 partnership with Ashley & Associates, multi-state office buildout, and Inc. 5000 (2024) and COVA Biz recognition.

Name

Choice Insurance Agency

Legal name

Choice Insurance Agency LLC

Website

https://choiceins.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Choice Insurance Agency is an independent insurance brokerage operating five offices across Virginia, North Carolina, South Carolina, and Delaware, providing personal, commercial, and employee-benefits coverage to individuals and small businesses by shopping multiple carriers.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Life Insurance (6311)

akta.pro primary industry

Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

Keywords

• Independent insurance agency
• Personal insurance brokerage
• Commercial insurance solutions
• Employee benefits consulting
• Multi-carrier insurance broker

Headquarters

HQ city

Virginia Beach

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Insurance Commission Revenue: As an independent insurance agency, Choice Insurance Agency earns commissions from multiple insurance carriers for policies placed. They shop dozens of providers to find appropriate coverage for clients, earning commission-based compensation from these carrier relationships.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Choice Insurance Agency is an independent insurance agency that brokers personal, commercial, and employee benefits coverage from dozens of insurance carriers. It places auto, home, renters, umbrella, business property, general liability, commercial auto, workers' compensation, and business owners policies, and operates employee benefits divisions (Choice Health & Benefits and Novus Benefit Advisors) that provide health, Medicare, and life/retirement products to individuals and employers across the Mid-Atlantic and Southeast U.S.

Product overview

Choice Insurance Agency offers a comprehensive insurance portfolio organized into personal insurance, commercial insurance, and employee benefits divisions. The personal insurance lineup includes auto, home, renters, and umbrella policies. Commercial lines encompass business property, general liability, commercial auto, workers compensation, and business owners policies (BOP). The employee benefits arm provides two sub-brands: Choice Health & Benefits (Virginia) and Novus Benefit Advisors (North Carolina), offering brokerage, consulting, pharmacy management, and compliance services. Health insurance products include individual health plans and Medicare solutions. The agency positions itself as an independent broker shopping multiple carriers to find optimal coverage for clients.

Differentiator

Problem solved

Functional benefit

Brands

• Choice Health & Benefits: Employee benefits arm of Choice Insurance Agency providing health care, benefits, and HR consulting services to employers in Virginia
• Novus Benefit Advisors
• Choice Broker Services

Products and services

• Auto Insurance Comprehensive personal auto insurance coverage that protects vehicles and drivers, covering liability, collision, comprehensive, towing, rental, motorcycle, GAP, medical expense, and emergency roadside assistance.
• Home Insurance Homeowners and condo insurance protecting residential properties, personal belongings, and providing liability coverage, including dwelling, liability, personal property, and endorsements such as water/sewer back-up, earthquake, and identity theft protection.
• Renters Insurance Insurance protection for renters covering personal belongings, liability, and loss-of-use coverage for temporary displacement.
• Personal Umbrella Policy Extended liability coverage providing additional protection beyond standard policy limits for personal property and liability risks.
• Business Property Insurance Coverage protecting business physical assets including buildings, office space, inventory, supplies, equipment, tools, outdoor fixtures, computers, and business furniture.
• General Liability Insurance Business protection against third-party bodily injury or property damage lawsuits, with extensions covering employment practices liability, product liability, professional liability (errors & omissions), and directors & officers liability.
• Commercial Auto Insurance Business vehicle insurance covering company cars, trucks, and fleets, protecting against property loss, liability claims, vehicle repairs, and lawsuits, with telematics technology for driver monitoring and fleet management.
• Workers Compensation Insurance Coverage for employees injured in work-related accidents, covering medical expenses, lost wages, ongoing care costs, and funeral expenses.
• Business Owners Policy (BOP) Combined insurance package for small businesses (100 or fewer employees and $5 million or less revenue) bundling general liability with building, equipment, and inventory coverage.
• Choice Health & Benefits Comprehensive employee benefits brokerage and consulting services for Virginia-based employers, including cost-effective strategies, technology-enabled benefits administration, compliance support, and ongoing account management that integrates with payroll software.
• Novus Benefit Advisors Employee benefit plan design and management services for corporations, non-profits, and municipalities in North Carolina, including medical benefits management, pharmacy consulting, compliance consulting, benefits administration, and PEO/HR outsourcing guidance.
• Individual Health Insurance Health insurance plans for individuals without employer-sponsored coverage, including plan navigation, carrier comparison, ACA compliance guidance, and marketplace tax credit assistance.
• Medicare Solutions Medicare advisory services including guidance on Medicare Parts A, B, C & D, plan comparisons, enrollment assistance, and ongoing support for Medicare-eligible beneficiaries.
• Life & Retirement Personal and business life/retirement products including mortgage protection, income protection, final expense, long-term care, permanent and term life, disability insurance, annuities, buy-sell agreements, and key person insurance.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Ashley & Associates Insurance AgencycoreStrategic or Co-development Partner · 1 January 2021Ashley & Associates Insurance Agency partnered with Choice Insurance Agency in 2021, marking a new chapter of growth and enhancing service capabilities and expanded coverage options for clients. Following the partnership, Ashley & Associates relocated to a new office location at 5544 Greenwich Road, Ste. 200, Virginia Beach, VA 23462, where Kristy Sukhdeo and Chris Patrovic continue to support accounts.
• Novus Benefit AdvisorscoreStrategic or Co-development PartnerNovus Benefit Advisors operates as a division of Choice Insurance Agency specializing in employee benefit consulting services for corporations, non-profits, and municipalities. They provide medical benefits management, pharmacy consulting, compliance services, benefit administration, and PEO/HR outsourcing guidance.
• Choice Broker ServicesminorChannel Partner/ Reseller/ DistributorSeparate business entity (choicebrokerservices.com) that serves as a broker services operation, mentioned as a related entity within the Choice Insurance Agency ecosystem.
• Multiple Insurance CarrierscoreChannel Partner/ Reseller/ DistributorThe company maintains relationships with dozens of insurance carriers, allowing them to shop multiple providers to find appropriate coverage for clients' specific needs. These carrier relationships enable the agency to offer diverse coverage options across auto, home, business, and employee benefits lines.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• EPIC Insurance Brokers & Consultants: National independent insurance brokerage and consulting firm offering property/casualty, employee benefits, and personal lines. Comparable independent, multi-line, multi-office agency model with growth-by-acquisition strategy.
• Brown & Riding Insurance Services: Specialty insurance brokerage delivering commercial and personal lines through carrier relationships. Comparable independent agency distribution model with focus on complex commercial placements.
• Alera Group: Independent insurance and wealth management firm formed through the merger of multiple regional agencies. Comparable multi-line independent agency model built on rollup acquisitions across the US.
• Hylant: Privately held, mid-size independent insurance brokerage offering personal, commercial, and employee benefits across multiple US regions. Closely comparable business model, multi-office footprint, and carrier-agnostic distribution approach.
• Heffernan Insurance Brokers: Independent insurance brokerage serving businesses and individuals with personal, commercial, and benefits products through multiple offices. Directly comparable multi-line independent agency model with regional density.
• Woodruff-Sawyer & Co. Mid-size independent insurance brokerage delivering commercial, personal, and benefits solutions to businesses and individuals. Comparable independent distribution model with similar product breadth.
• Towne Insurance (Atlantic Union Bank): Virginia-based insurance agency owned by Atlantic Union Bank offering personal, commercial, and benefits products. Strongly comparable given President Steve Rice's prior role as EVP and the overlapping Mid-Atlantic footprint.
• Burnham Benefits Insurance Services: Independent employee benefits brokerage and consulting firm offering health, welfare, retirement, and PBM advisory. Directly comparable to Choice's Choice Health & Benefits and Novus Benefit Advisors divisions.

Emerging players

• Patriot Growth Insurance Services: Fast-growing independent insurance agency platform backed by private equity, acquiring regional agencies. Comparable in rollup strategy and multi-line independent model, though operating at earlier growth stage.
• World Insurance Associates: Rapidly scaling independent insurance brokerage platform delivering personal, commercial, and benefits coverage across the US. Comparable independent agency model with PE-backed acquisition-driven growth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/choice-insurance-agency-llc
• Facebookfacebook.com/ChoiceINSAgency

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Choice Insurance Agency